This research aims to uncover consumers' deeply hidden thoughts and feelings about store scent and its effects on shopping experiences.,Following a qualitative approach, this research uses Zaltman metaphor elicitation technique (ZMET). All the steps of the ZMET have been performed, and important constructs and contents have been explored.,Ultimately, a hierarchical value map was presented. Accordingly, the naturalness and intensity of the scent played a prominent part in its effectiveness. The pleasantness and complexity of the scent, the malodor, congruity and incongruity of the scent, as well as nostalgia, were seen as the predominant originator constructs that resulted in approach or avoidance reactions.,These findings have practical implications for managers seeking to design a store atmospherics making way for consumers to engage with the store and the brand. The cultural milieu in which the study was performed could be seen as a possible limitation of the study. This cultural angle should also be taken into consideration while the findings were considered.,Using ZMET as an innovative research method makes the study significant. By doing so, the metaphors of consumption are extended to the sensory marketing field to provide a more comprehensive understanding on the effects of store scent. Moreover, the study contributes to the existing literature of smell marketing.

中文翻译：

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成为让-巴蒂斯特·格伦努（Jean-Baptiste Grenouille）：走在消费者嗅觉感知的道路上

这项研究旨在揭示消费者对于商店气味及其对购物体验的影响的深层隐藏想法和感受。按照定性方法，本研究使用Zaltman隐喻启发技术（ZMET）。完成了ZMET的所有步骤，并探索了重要的构造和内容。最后，提出了一个分层的价值图。因此，气味的自然性和强度在其有效性中起着重要的作用。气味的宜人性和复杂性，气味的异味，异同和怀旧感，以及怀旧感，被认为是导致接近或回避反应的主要来源。这些发现对寻求设计商店氛围的管理者具有实际意义，这些氛围为消费者与商店和品牌互动提供了途径。进行研究的文化环境可能被视为研究的可能限制。在考虑研究结果的同时，还应考虑这种文化角度。使用ZMET作为创新的研究方法使研究意义重大。通过这样做，消费的隐喻扩展到了感官营销领域，以提供对商店气味的影响的更全面的理解。此外，该研究有助于气味营销的现有文献。在考虑研究结果的同时，还应考虑这种文化角度。使用ZMET作为创新的研究方法使研究意义重大。通过这样做，消费的隐喻扩展到了感官营销领域，以提供对商店气味的影响的更全面的理解。此外，该研究有助于气味营销的现有文献。在考虑研究结果的同时，还应考虑这种文化角度。使用ZMET作为创新的研究方法使研究意义重大。通过这样做，消费的隐喻扩展到了感官营销领域，以提供对商店气味的影响的更全面的理解。此外，该研究有助于气味营销的现有文献。